Blueberries at Retail — A Conversation with Cindy Jewell and Jeff Cady

At last week’s NABC/USHBC Spring Conference & Meetings, one of the many highlights was a “fireside chat” with Cindy Jewell, president of Jewell Marketing and Jeff Cady, director of produce and floral at Tops Market in Buffalo, New York. Together they discuss retail challenges and opportunities post COVID-19. In this week’s episode, we’ll replay some of this enlightening conversation, including strategy and promotional initiatives including using the “Boost of Blue” campaign 

“I think people, those who didn’t know, figured out that berries are good for you and they have antioxidants and they’re part of the solution for immunity and those types of things… It brought a lot of people in and they started buying it and they became loyal weekly shoppers of that item.” – Jeff Cady

“We’re fortunate enough to be selling a product that is very, very good for you and has so many positive things associated with it. It’s a win. I think people are going to continue to move in that direction.” – Jeff Cady

Last week was the NABC/USHBC Spring Conference & Meeting! Be sure to visit the website to access all meetings and proceedings covered at this year’s virtual conference.

Topics covered include: 

  • The perspective of the produce department on the impact of COVID-19 
  • How the trends of 2020 are expected to fair in 2021 as consumers overcome the global pandemic
  • Explore the promotions used and working for grocers to encourage buying of blueberries

Crop Report

The Blueberry Crop Report is an update on crop conditions and markets throughout North and South America. Today you’ll hear from Luis Vegas in Peru and Mario Ramriez in Mexico. This report was recorded on March 24, 2021. 

Marketing Boost

Our newly-redesigned website offers research, tools, and materials for everyone in the blueberry industry. Visit to check it out today, and pick up your Grab a Boost of Blue toolkit while you’re there.